A new survey found that customers preferred AI-generated slogans over the ones created by humans. AI created slogans for many big brands including Skittles, McDonald’s and others, and pitted them against the ones generated by humans. It was found that some of them were really clever and did much better than the ones that humans came up with. But some didn’t do as well.
Quality Logo Products is a company that makes promotional goods for businesses. They asked AI to come up with slogans for 50 companies that included brans like Lego, Verizon, Burger King and Levi’s. It then asked about 1,000 Americans which slogans they liked better – the traditional ones that were the brand’s own or the ones that AI came up with. According to the results of the survey, it was found that customers preferred the AI slogans 46% of the time!
Of course there are some original slogans that humans came up with for brands – like the ones for Skittles and McDonald’s – that were considered better than their AI versions. But it is rather a close call.
Facebook - 83% preferred the AI slogan of “Your Digital Neighborhood” to the human “It’s Quick and Easy.”
Samsung – the AI-generated “Technology for Life” beat Samsung’s own “Do What You Can’t”
Adobe - 80% liked AI’s “Designing Your Dreams” over Adobe’s own “Changing the World through Digital Experiences.”
Google - 87% preferred AI’s “Explore Everything. Miss Nothing” over the brand’s own unofficial “Don’t be evil” (it changed it to “Do the right thing” in 2015 with the creation of Alphabet).
Some brands saw their original slogans out-perform AI –
Skittles - the existing “Taste the Rainbow” clearly did better (got the approval of 93%) than AI’s “Taste the Technicolor.”
Subway – Subway’s own “Eat Fresh” beat AI’s “Bread Baked Daily. Memories Made Always.”
McDonald’s - “I’m Lovin’ It” beat AI’s “Savor the Moments, Taste the Magic”
KFC - “It’s Finger Lickin’ Good” did way better than AI’s “Where Every Bite is a Delight”
Burger King – its own “Have it Your Way” did much better than “Taste Royalty.”
There were some close calls -
Adidas - 52% preferred AI’s “Stride with Pride,” to its actual “Impossible is nothing.”
Lego – 51% preferred AI’s “Your Imagination, Our Pieces” to its own “Play Well”
Levi’s – AI’s “Denim Done Right” almost tied with the brand’s own “Quality Never Goes out of Style.”